Influence, Everywhere
Wrapping up our series on the Godfather of Influence, Robert Cialdini
The Legacy of the Godfather of Influence
You’ve heard about Opower, explored the principles of influence, and traveled back in time to the stories and experiences that launched Robert Cialdini’s legendary career in behavioral science. Today, we’re wrapping up our “Godfather of Influence” series by exploring Bob’s enduring legacy through real-world examples of organizations inspired by his ideas, along with reflections from the people who admire him not only for his groundbreaking scholarship, but also for his humility, generosity, and unwavering commitment to ethical influence.
Join us as we conclude the series by looking beyond the research to celebrate both the ideas and the person who helped shape modern behavioral science.
We hope you’ve enjoyed these conversations. Our goal in creating this mini-series was to celebrate a man who has profoundly influenced and inspired both of our careers. If it comes across as a bit of an “Ode to Bob,” that’s because it is.
We’re incredibly grateful to Bob not only for his decades of contributions to behavioral science, but also for his generosity in helping us bring this series to life. Over the course of last fall and winter, Bob spent more than 10 hours with us in conversation. He was thoughtful, candid, introspective, and an absolute joy to talk with.
We couldn’t have made this series without his participation, and we can’t thank him enough. But we’re going to try.
Bob, thank you. Thank you for your generosity throughout this series and for the decades you've devoted to advancing behavioral science. Your work has shaped our understanding of human behavior, and it has been a privilege to help tell your story.
GODFATHER OF INFLUENCE: THE SERIES
Episode 1 opens with the development of OPower and the Door Hanger study: a vivid demonstration of social proof in action. From there, we explore how Bob translated his mentors’ lessons into his own research model: identifying large effects, studying opposites, and paying attention to people behaving in ways that seem out of character. The episode closes with the writing and publishing of Influence. Featured principles: Social Proof and Commitment & Consistency.
Episode 2 gets personal. We talk about baseball, how a chance romance led Bob toward psychology, the Influence years and how the book became a reality for two disparate audiences, and what made the book resonate so deeply with researchers and practitioners alike. Featured principles: Reciprocity and Unity.
Episode 3 looks at the ripple effects of OPower on the broader business world, then turns to full-cycle psychology, then some pro-social applications of Bob’s work. The series closes with warm reflections from guests on Bob’s legacy and what makes him such a singular figure in his field. Featured principles: Scarcity, Authority, and Liking.
Scarcity
Going...going...gone?
Does something become more appealing the less accessible it becomes? The short answer is yes, and that’s scarcity at work. When opportunities, products, or experiences are limited in quantity or time, we tend to perceive them as more valuable.
“Only 2 seats left!” “Sale ends tonight!” “Limited-time offer!”
Even seasonal treats (hello, Reese’s Easter Eggs...) can feel almost impossible to resist because we know they won’t be around forever. Our brains often use scarcity as a mental shortcut, assuming that if something is hard to get, it must be worth having. The catch? Sometimes the only thing that’s changed is its availability, not its actual value.
Have a Good Fourth of July!
On behalf of the Behavioral Grooves team, we want to wish you a fun and festive Independence Day! Spend some time in the sun, grill a few hot dogs, and if you're so inclined, put on an episode of our show while you contemplate the wisdom (or lack thereof) of setting off fireworks in your backyard. Whatever you do, we hope you keep all your fingers and have a fantastic holiday.
Next week, in the spirit of “forming a more perfect podcast”, we're taking a well-deserved holiday break and revisiting one of our favorite (and especially timely) conversations with a fantastic guest. We hope you enjoy it!
Housekeeping
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